Fiat's Drive-In Cinema in Times Square

Absolutely love this Fiat campaign in Times Square. It shares some similarities with a project our Strategy Director, Rob Captijn, did for Twix (Mars Company) in Holland.

To help increase awareness for the 2012 Fiat 500, a remake of the original released in 1957, the company brought a fleet of cars to Times Square and used the FOX screen on the north side of One Times Square to create a drive-in movie experience. The experience spanned a weekend earlier this month. Pedestrians could check out the 36 parked cars, watch a movie on the FOX screen (including Ever After, Romeo & Juliet, The League of Extraordinary Gentleman), play boccie ball or grab some free food and drink.

 

As per Laura Soave, head of Fiat North America:

"The Fiat brand is uniquely Italian, and this event isn't just about a product - it's about a lifestyle. Italians take the time to enjoy things, so we have boccie, we have free espresso and gelato, and people can sit inside the Fiat 500. For us it's about providing an experience for them to talk about and tell their friends about."

 

The event coincided with the launch of the Simply More by Fiat ad campaign on August 1st. The content of the event was carefully selected, and reflected the blending of iconic ideas native to both America and Italy.  Ideas such as a drive-in theater, an alfresco cafe with chairs and umbrellas, Lavazza coffee, tiramisu, limoncello, Harry and David chocolate, and gelato. A stage was set up for Bands and DJs to perform in between movies. And all the movies were chosen because they were remakes of an original.

 

The Drive-In event is hitting the road now and will be setting up in Chicago, Miami and Los Angeles. Check out the Fiat website for dates. 

 

[via BizBash]